OUR CONSUMER

Problem Statement

The youths are mostly on lockdown due to the pandemic and have not connected with the real world. They even find it difficult to stay at home and have the urge to travel however it has been very limited.

 

Advertising Objective

To position Duolingo as a unique language learning site that offers travel learning experiences

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Consumer Insights

1. If there is an app to take you on an adventure and learn about that country, would that be helpful?

• It would be great because then we won't need to search about the country online, we can get all the details from that app which is convenient!

• If that country I’m interested with

• It would help fulfill my wishes to learn about different countries

• Because then even with the current pandemic, I could still have a part of the traveling experience although it would just be on a screen

• Yes, because if we travel to another country, we won't know the surrounding there, I believe if having an app that will guide us will be really useful. It can act as our tour guide

• It would help me stay focused on what's necessary to learn about the country.

• I would have to spend less time on the internet searching about countries

• I get to know the country better and I'm able to visit all the countries travel attractions

• Yes, it would let us know about the country beforehand and allow us to make better plans if we were to go there.

• It will save time to do research online

• It is more convenient to learn just with an app than trying to search everywhere on the Internet.

• I get to learn about the country whilst being on an adventure, it's much better than sitting in one spot with books in my face trying to find information.

• It'd prepare me for another country's culture before I go there; gives me a grip of security.

• For convenience and accessibility.

• Can gain a better understanding of the country and be able to enjoy the country more

• I can know more about the country

• Save time and cost on traveling using the app rather than having a tour guide with a tour group

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Solution

A travel map around the globe would be the best way for students who want to have a better understanding and learning experience through an app.

 

Support

Understanding and learning new places around the globe through the app enhances a wider span of language and geographic vocabulary.

 

Tone and Manner

• Colorful color palette

• Simple Vector design

• Friendly and outgoing phrases

• Inviting feeling

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Aim

• To have students gain a better understanding of new places around the globe through an app while learning a new language.

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Campaign Tagline

• Travel with Duo

 

Segmentation

Demographic

• Gender: Male and Female

• Primary: 16 - 22 years old

• Secondary: 30 - 50 years old

• Income: RM2,500 monthly income

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Psychographic 

Primary

• Students who are still studying

• People who want to learn new languages and accent

• They are keen on meeting new friends or with friends

 

Secondary

• Parents who want to encourage their kids to speak multiple languages

• Teachers that want to find a better learning experience for their students

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Target Market

• Lower and Upper-class Market

• Eager to learn

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Positioning

Promotion

• Advertising - social media (IG, FB)

• Direct marketing - urge the students to subscribe to a full premium package

• sales promotion - Full Premium Pack allows the students to unlock full insights of the maps in 3D and also learning by traveling virtually with your loved ones.

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Place

• Through the app - save time and transportation cost

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Product

• App - USP (Unique Selling Proposition)

  • Added a new feature traveling

  • In order to have the students learn about new places around the globe while learning a new language.